How Brand is built and managed over time

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 Demonstrate an understanding of how a brand is built and managed over time.....................3
1.What is brand?..........................................................................................................................3
2.Why is branding an important marketing tools?......................................................................3
3.what does brand equity means?................................................................................................5
5 What are Key elements of strong brand? ................................................................................5
5.how to manage and develop a brand for long time?................................................................6
6.What are the main challenges developing a brand?.................................................................6
SECTION 2......................................................................................................................................7
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built and
managed...........................................................................................................................................7
The brand portfolio strategy........................................................................................................7
The management hierarchy of the two brands............................................................................8
LO3 ..............................................................................................................................................11
Extension approaches and strategies of McDonald's and Google at domestic and global level.
...................................................................................................................................................11
Techniques by which the brand are reinforced and revitalized.................................................11
LO4 ...............................................................................................................................................12
Techniques for measuring and managing brand value over time.............................................12
COCNCLUSION...........................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
As this report is based on the brand management that is one of the most important
marketing tool for success of any organisation. This report will describe the importance of brand
image and its role in the success Furthermore, this report also explains the various key elements
and challenges which are impact upon the brand image. Addition to this, it will focus on the
hierarchy of google and McDonald's. At the end report will describes the different techniques for
measuring and managing brand value over time.
LO1 Demonstrate an understanding of how a brand is built and managed over time.
1.What is brand?
It is the name of the distinctive good, services or idea. Brand name is set for the long
period which will help an organization to attract more customers. In other words we can say that
brand is name, term, design that differentiate corporation or products from its challenger in the
mind of the customers. Brands are used in marketing, advertising and business. Generally it is set
of marketing and communication method that help to differentiate firm or goods from
competitors and also create a positive image and good impression in the customer's
mind(Apostolopoulou, 2015).
2.Why is branding an important marketing tools?
Branding plays a huge role in the success of company because branding is a most
important and critical part of a marketing process. According to present scenario or marketing
situations every corporation have huge number of competitors. It is the best way to attract more
customers and to increase the productivity of business. It is a marketing tool which will help an
organisation to attract more customers. Brand name includes various components which are
given below
1. Name of corporation or business
2. Brand logo or sign: to attract more customers brand logo should be attractive and full of
colours.
3. Brand themes and messages: employer and owner of an organisation have to build brand
theme

4. Brand sound
5. Packaging of the Brand
6. Experience of Brand
Banding is important marketing tool because it is the process of creating such an identity
for products or services that include customer experience and outlook(Viktoria and Kenning,
2014).
Importance of brand image as marketing tool are as follows-
 It will assist to value: customers are always ready to pay high amount for quality products
and services. Brand can attract more customers to wards the firm and it can recognise to
the customers for recalling several products and services which are related with the
specific brand.
 Help an organisation to gain customer loyalty and to remove the competition problem.
With the brand name, corporation can gain customer's trust. Due to high quality of
products and services customers are more loyal towards the specific brand. To get the
success and to increase more benefits an organisation have to satisfy their customers by
providing the high quality of goods and services.
 Increasing popularity: To get the success every corporation needs to build a good
reputation in the market. Some customer who are not able to buy branded products but
they are also familiar with that particular brand due to its popularity. For an example
dominoes is the most famous pizza empire. It is famous and have good image in the food
market because it offers the fresh and high quality of pizza and also provides best
services. Some customers who are not eat fast food but due to its brand image they will
also give their positive feedback and this process will increase the popularity at global
level(Buil and de Chernatony, 2013).
So that branding is the process which helps any organisation to expand their business at
global level and also it is process of creating an image of goods and services which will help to
accomplish better customers satisfaction. In other words we can say that branding helps an
organisation to achieve their goals and targets in effectual manner.